Apple will hold its next major launch event on Sept. 9, senior executive Greg Joswiak said Wednesday, with the company expected to introduce its latest iPhone lineup and potentially unveil its long-awaited first foldable iPhone.
The event could mark a major shift for Apple as it enters the growing foldable smartphone market, where Samsung Electronics has established a strong position, Reuters reported.
Analysts expect a high-end foldable iPhone to play an important role in boosting Apple’s average selling prices and supporting future margin growth.
The rumored device would also give Apple a new opportunity to compete directly with Samsung in the premium foldable smartphone segment, which remains relatively small but continues to expand.
The Sept. 9 event will also come at a significant moment for Apple’s leadership.
John Ternus is set to become the company’s new CEO on Sept. 1, making the launch his first major Apple event as chief executive. Tim Cook will transition to the role of executive chairman.
The upcoming event is therefore expected to draw particular attention from investors and consumers as Apple prepares to showcase its next generation of iPhones and potentially introduce one of the biggest hardware changes in the product’s history.